The Fashion Chanel

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agency Case Report|
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The Fashion Chanel (TFC) is a prospering Cable TV Network that prides itself in being the still network that provides viewing audience an opportunity to enjoy fashion watchword/programs 24 hours a day, 7 days a week. In the past years TFC has flourished and enjoyed constant revenue and profit growth, withal this success is threatened due to other Networks investing in certain fashion-specific shows that eat into TFCs viewer totals. TFC is a 24/7 network, thus has a wide of the mark (Fashion for Everyone) approach towards merchandising has been the study thus far, a theme that has worked up on till now which poses the question as to if segmentation is the variety show that is needed to post better song against competitors.
As a Network solely based on fashion TFC is having problems attracting a more profitable demographic (18-34 age range). TFCs authoritative competition(CNN and Lifetime) however seems to be profiting very well from catering to a certain demographic which in turns leads to better advertisement deals that TFC soon has.



Since TFC is a 24/7 network a broad (Fashion for Everyone) approach towards marketing has been the theme thus far, a theme that has worked up on till now which poses the question as to if segmentation is the change that is needed to post better numbers against competitors.
The Problem here is not that TFCs profits be being threatened; it is that the market is changing and TFC is being easy left behind. Being a 24/7 Fashion Only Network, it is not necessarily as desirable as say ESPN, hence it is critical to target the right viewers thus offering advertisers an attractive mix of viewers when compargond with what competitors be offering. Research has shown that TFC viewers were predominantly women between the ages 35 and 54. The demographic that CNN and Lifetime were attracting were women between the ages of 18 and 34, and had ratings that quadrupled and tripled TFCs ratings.
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